How AI Search Is Changing The SEO Industry - Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

Summary

Voices of Search Podcast: How AI Search Is Changing The SEO Industry

Podcast Information:

Title: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Host: Tyson Stockton, I Hear Everything
Episode: How AI Search Is Changing The SEO Industry
Release Date: February 18, 2025

Introduction

In the February 18, 2025 episode of Voices of Search, host Tyson Stockton engages in an insightful conversation with Michael Buckbee, co-founder of Noah Toa. The discussion centers around the transformative impact of AI-driven search technologies on the SEO landscape, exploring both challenges and opportunities for SEO practitioners.

Shifting from Search Intent to Task Intent

Michael Buckbee emphasizes the evolving nature of search, highlighting a shift from traditional search intent to a more nuanced understanding of task intent.

Michael Buckbee [02:07]: "There is a skill we all have, especially in the SEO industry, which is abstraction...more and more of what we're going to see is that search has a task component to it."

Buckbee suggests that SEOs need to elevate their strategies by not only understanding what users are searching for but also the tasks they aim to accomplish with their searches. This approach allows for more comprehensive content creation that addresses broader user needs.

The Changing Role of SEOs with AI Tools

The integration of AI tools like ChatGPT, Perplexity, Claude, and Gemini is democratizing advanced SEO capabilities.

Michael Buckbee [02:40]: "AI tools are so good at helping with software development that now I think like every SEO has the capability of doing 80% of what I could do before."

This democratization means that skills once exclusive to software developers are now accessible to SEOs, enabling them to execute complex tasks more efficiently. This shift opens up avenues for SEOs to focus on higher-level strategies and creative endeavors.

Opportunities in Content Engineering

Buckbee introduces the concept of "content engineering," where the focus is on building functional tools rather than just optimizing content.

Michael Buckbee [04:40]: "What's in their footer are tools...there is so much opportunity for that across so many different industries to publish and do those things."

By creating tools that assist users in various tasks, brands can enhance their online presence and provide added value beyond traditional content marketing. This strategy positions companies as authorities and practical resources in their respective fields.

Preparing Organizations for AI-Driven Search Changes

As AI becomes integral to search, Buckbee advises SEOs to prepare their organizations for potential shifts in traffic dynamics.

Michael Buckbee [06:16]: "Prepare your C suite and prepare your clients for a potential drop in traffic."

He notes that traditional analytics may become less reliable, urging businesses to adopt qualitative data collection methods like post-purchase surveys to gain insights into how users interact with AI-driven search tools.

Evolution of SEO KPIs and Skills

The conversation highlights the necessity for SEOs to adapt their key performance indicators (KPIs) and skill sets in response to AI advancements.

Tyson Stockton [07:24]: "The KPIs that we use or traditionally have used to manage SEO within the organization has that need to evolve."

Buckbee agrees, suggesting that metrics should extend beyond mere traffic numbers to include engagement and conversion rates. Additionally, SEOs are encouraged to develop cross-functional skills that overlap with conversion rate optimization (CRO) and storytelling, enhancing their value within organizations.

Optimism for the Future of SEO and Creativity

Both hosts express optimism about the future of SEO, particularly regarding the resurgence of creativity fueled by AI tools.

Michael Buckbee [11:01]: "This AI tooling...lets me just focus on the creative end of it really just reignited my passion for it."

Buckbee appreciates how AI can eliminate repetitive tasks, allowing SEOs to concentrate on innovative strategies and compelling content creation. This renewed focus on creativity is seen as beneficial for individual careers and the industry as a whole.

Conclusion

The episode concludes with a reaffirmation of the positive transformations AI is bringing to the SEO sector. Buckbee underscores the importance of embracing AI as a tool that enhances human creativity and strategic thinking, rather than viewing it as a threat.

Michael Buckbee [11:01]: "That's going to be good for individual SEOs careers. I think that's going to be good for the industry. I think that's going to be good for this profession."

Tyson Stockton echoes this sentiment, highlighting the balance between leveraging AI strengths and maintaining human creative input as essential for sustained success in SEO.

Key Takeaways

Embrace Task Intent: Shift focus from what users are searching for to what tasks they aim to accomplish.
Leverage AI Tools: Utilize AI to enhance SEO capabilities, allowing for greater efficiency and creativity.
Content Engineering: Develop functional tools as part of content strategy to provide additional value to users.
Adapt KPIs: Move beyond traditional traffic metrics to include engagement and conversion rates.
Foster Cross-Functional Skills: Integrate SEO with CRO and other marketing disciplines to increase organizational impact.
Focus on Creativity: Use AI to eliminate mundane tasks, enabling SEOs to focus on innovative and creative strategies.

This episode of Voices of Search provides a comprehensive look into how AI is reshaping the SEO industry, offering SEOs actionable insights to navigate and thrive in this evolving landscape.